Purpose – The purpose of this paper is to evaluate how personality variables related to technology
(innovativeness, compatibility and affinity) can modify the influence of classical technology
acceptance model (TAM) variables on behavioural adoption intention of mobile shopping.
Design/methodology/approach – The impact of innovativeness, compatibility, affinity, TAM
beliefs (ease of use and usefulness) and attitude on mobile shopping adoption is tested through
structural equation modelling techniques. The sample consisted of 470 Spanish mobile telephone users
selected on the basis of convenience.
Findings – Data analysis shows that the effect of perceived usefulness and, in a minor degree,
perceived ease of use are over dimensioned if personality variables are omitted making intention
formation to be perceived as more rational than it really is. Personality variables (affinity to mobile
telephones, compatibility and innovativeness) have a direct and positive influence on the intention to
engage in M-shopping.
Practical implications – This research enables mobile shopping agents to know what aspects to
highlight in their communication strategies to increase the M-services adoption rate. The
complementary use of the mobile and the internet is recommended since the similarities between
both methods may favour the acceptance of distance shopping systems. Mobile services should not be
simply designed as easy to use, but also as an enjoyable experience.
Originality/value – Despite the importance of personality factors on mobile shopping adoption,
they were explicitly ignored when the unified theory of acceptance and use of technology was
formulated. This research does not try to propose an extension of the TAM model, but analyses the
degree in which the explicit rejection of personality variables could impoverish its performance.
Keywords Mobile communication systems, Electronic commerce, Innovation, Consumer behaviour,
Spain
Paper type Research paper